More about Bronze 56k
Paying homage to old-school East Coast skating in both their videos and apparel, Bronze have cultivated an image that is both rooted in the cultural history of its surroundings and inherently modern in its execution. With their uniquely millennial style of video editing, Bronze have pioneered one of the most influential styles of the modern generation, arguably carrying on the legacy of old Alien Workshop videos while bringing the style into a more modern context.
While Bronze itself began in 2011, the brand we know as Bronze initially began as a crew of skaters from Queens, New York going by the name of Stick Up Kids, before eventually changing the name to Flipmode. However, with Pat always wanting to start his own company they started experimenting with possible names, from ‘Sognar skateboards’ to ‘Caviar’, before finally settling on Bronze. The company eventually became real thanks to the internet, where their social media presence gave them the appearance of a proper company despite having no products, with founder, Peter, branding themselves ‘a fake company that seemed real because of the internet’.
Bronze, as we know it today, first premiered on computer screens around the world in 2012 with their video, ‘56k’, which featured Shawn Powers, Billy McFeely, Kevin Tierney, Rob Gonyon, and a whole host of other NY legends. However, what helped solidify the brand’s popularity was their collab with Palace Skateboards, in 2015, which featured an instantly sold-out clothing capsule alongside a collaborative video, helping draw attention to Bronze from both hypebeasts and skaters alike. Bronze's videos have instantly become modern classics thanks to their iconic brand of editing, which blends raw, stylish street skateboarding with internet weirdness to create truly unique video offerings that capture the modern generation of skateboarding. Imagine what Alien Workshop videos would look like if they were made by people who were exposed to bizarre memes and online horrors, like LOLshock, from a young age; because that's pretty much what a Bronze video feels like. They’re basically a cross between a ‘dank meme compilation’ and a skate video.
Their clothing design often shares similar themes to their heavily stylised videos, with emphasis on digital styles and trippy imagery as well as some serious 90s influences. Their iconic logo, a reimagining of the Windows 95 logo, highlights the significance of digital technologies to the brand’s identity with many of their designs featuring surreal digital renders that mirror the use of 3D animation in their videos. Although they often allude to high-end culture with aftershave, sports cars, and other symbols of wealth appearing in their designs, Bronze never takes itself too seriously, with tongue-in-cheek humour and surrealism featuring throughout their designs and helping to create a sense of juxtaposition between Bronze’s identity and the images of high culture which they co-opt in their designs.